"Wiedzieć, nie czarować"
["To know, not to enchant"]
Design of a promotional campaing of the Świętokrzyskie Voivodeship
Weronika Król, Oliwer Okręglicki, Monika Przygodzka
The project was carried out at the Academy of Fine Arts in Katowice
Branding, Promotion and Visual Identity Studio, 3rd year, 2023
The nationwide campaign "Wiedzieć Nie Czarować" focuses on family integration through a joint trip. Our target group is specifically families with children in the age range of 10-14.
Inspirations:
- Old, soviet era Polish cartoon characters, like Pyza, Bolek i Lolek or Baltazar Gąbka
- Illustrations by Małgorzata Ruszkowska, as well as old Polish book illustration
- Some more modern inspirations, with friendly, hand-drawn illustrations
Visual key
The color scheme, as well as the character of Wiedźma Jagna that will be presented later, were inspired by the existing logotype of the Świętokrzyskie Voivodeship.
The four colors correspond with the categories of attractions we introduce: red for SPORT, blue for HISTORY, yellow for FOR CHILDREN and green for NATURE.
For the project, the JAGNA font was created in two varieties: JAGNA WHITE and JAGNA BLACK. It was used in the headlines.
The accompanying font is Basically a sans serif, by Mental Design. It has been used in continuous texts.
The project is mainly based on the person of Wiedźma Jagna [Witch Jagna]. The important context are the beliefs present in the region regarding witches. Łysa Góra [Bold Mountain], that is located in this region, was supposed to be a place where witches' sabbaths were held.
Our heroine has been created as a character friendly to children and adults by using a cartoon style inspired by Polish illustrations from the 60s and 70s. The campaign begins with the creation of the Witch Jagna account on Instagram. She publishes a variety of interesting facts about her region on her profile, attracting at the same time more and more travelers, including children.
She also has a companion - small dinosaur named Dino. One of the attractions of the Voivodship is a Jurassic Park in Bałtów, where a dinosaur footprint was discovered.
Instagram account and posts introducing various tourist attractions of the region
On the access roads of the Świętokrzyskie province, Jagna welcomes visitors all year round, thanks to a sign we designed.
At the end of February and the beginning of March, posters and citylights with Jagna begin to appear in many Polish cities. They are encouraging people to come to her region, for example for May holiday, and then durinng summer holiday season. These posters are mainly placed near places frequented by families with children.
We have also created a leaflet that will be available to visitors at tourist information centers and souvenir stores, in every major city in the region. It includes a map with attractions, divided into clear categories: sports, history, nature and attractions for children. The leaflet also includes a coloring book and a crossword puzzle.
To the main attractions of the province included in the leaflet, tourists are directed by signs along the road - these could be guillotines. The tourist follows Jagna flying on a broomstick in the direction of, for example, Bałtów.
An interesting additional point of the whole project is a podcast called "Co ci Jagna opowie?" ["What will Jagna tell you about?"]. The podcast has a promotional and educational function in the campaign project. The main themes appearing in it are myths and legends of the Świętokrzyska region. The character of Jagna was brought to life by Katarzyna Gąsior - a student of the acting school in Wrocław. Tales of Jagna will appear on platforms: Spotify, Apple Podcasts, Google Podcasts, SoundCloud, Stitcher.
In the same places where the leaflet would be available, one could also buy be various accessories related to the whole "Jagna" campaign, like tshirts or Dino figurines
